COMMERCIAL MARKETING GUIDELINES...Any requests for marketing outside of these guidelines should be...
Transcript of COMMERCIAL MARKETING GUIDELINES...Any requests for marketing outside of these guidelines should be...
C O M M E R C I A L M A R K E T I N G G U I D E L I N E S
2© 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
T H E P E L O T O N B R A N D
03 T H E P E L O T O N B I K E F O R C O M M E R C I A L U S E
B R A N D V O I C E
04 D O ’ S A N D D O N ’ T S
05 H O W W E S P E A K
T H E P E L O T O N L O G O
06 L O G O U S E
07 L O G O L O C K U P
08 L O G O L O C K U P M I S U S E
T A B L E O F C O N T E N T S
B R A N D C O L O R S
10 O N S C R E E N U S E
11 P R I N T U S E
P H O T O G R A P H Y
12 P R O D U C T P H O T O G R A P H Y
C R E A T I V E A S S E T S
13 S O C I A L M E D I A M E S S A G I N G
14 L A N D I N G P A G E
15 E N V I R O N M E N T A L D E S I G N
19 P E L O T O N D I G I T A L C O P Y
3© 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
T H E P E L O T O N B I K E F O R C O M M E R C I A L U S E
T H E P E L O T O N B R A N D
Thank you for choosing the Peloton
Bike for your facility! These promotional
guidelines will ensure every rider is
aware of the new addition to your
property and can take advantage of
the great Peloton experience.
Any requests for marketing outside
of these guidelines should be sent
for approval. For any brand usage
questions regarding design, signage,
printed collateral, etc., reach out to
4© 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
D O
• Use Peloton imagery from our press page: press.onepeloton.com
• Incorporate the Peloton logo and ™ symbol in your marketing materials
consistent with these guidelines. (brochures, emails, social media,
website, etc)
• For hotels, gain visibility with riders who travel frequently by joining
PelotonHotelFinder(hotelfinder.onepeloton.com). Click‘Addyour
Hotel’ to complete a web submission form.
• Get written or electronic approval for all marketing outside of these
guidelines by reaching out to [email protected]
• Get written or electronic approval to use our name and/or logo
in any materials that will be sent to the media by reaching out to
D O N ’ T
• Edit any Peloton imagery (adding graphics or other types of visuals, etc.)
• Imply or state that your facility is an exclusive provider of Peloton
Bikes.
• Refer to or suggest any kind of official partnership between the two
brands without the explicit written or electronic approval of a Peloton VP.
• Use our name or logo on external hotel signage, interior hotel wayfinding
signage, or fitness center entrance signage.
• Use our logo as wall art (unless approved in writing or electronically).
• Display Peloton imagery in a more prominent manner than your own
company branding or in any way that would mislead consumers as to the
nature of your facility’s relationship with Peloton.
• Use the following language when referring to Peloton Bikes at your
facility:
• “official Peloton partner” • “spin studio”
• “Peloton studio” • “spin bike”
• “spinning classes by Peloton”
B R A N D V O I C E
C O M M E R C I A L M A R K E T I N G D O ’ S A N D D O N ’ T S
5© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
M E S S A G I N G
Suggested Talking Points for Promotional Use
We encourage you to use the following language across all your marketing channels, including email, social, landing pages and more.
B R A N D V O I C E
• XXXHotelisexcitedtoannouncethelaunchofPelotonBikesinourFitnessCenter.
• XXXClubnowfeaturesPelotonBikes.
• Indoor cycling comes to XXX hotel with the Peloton Bike.
• Hityourfitnessgoalswhileonthego.
• Experience immersive cardio that will keep you coming back for more.
• Join live or on-demand studio classes at any time that works for you.
• Feel like you’re face to face with instructors on a sweatproof 22” HD touchscreen.
• ConnectyourWi-Fi-orBluetooth™-enableddevice,includingheartratemonitorsandsmartwatches.
• Keepyourworkoutsfreshwithdifferentthemes,difficultylevelsandmusicgenres.
• Withclassesthatrangefrom5to90minutes,findarideforeverymood.
• Findtheinstructor,musicgenreandclasstypetofityourmoodandyourgoals.
H O W W E S P E A K
6© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001T H E P E L O T O N L O G O
T H E P E L O T O N L O G O
Logo Lockup
The Peloton logo lockup is our primary logo and should be used in most cases. The logo lockup includes the Peloton logomark and the Peloton wordmark. The size ratios and spacing between the two should never change.
Use of the Peloton logo alongside any other brand in any promotional application (digital, print, signage, etc.) must be pre-approved in writing or electronically by Peloton.
To determine clearspace for the logo lockup, use the height of the wordmark on all four sides of the mark. The minimum height of the lockup is 25px for screens and 3/8” when printing. Follow these guidelines to avoid distorting or crowding the logo and to ensure legibility.
=Y
=X
1Y
1Y
1Y 1Y3X
=Y
=X
1Y
1Y
1Y 1Y3X
ConstructionandClearspace: Key:
Minimum Size:
18px or 1/4in
18px or 1/4in
18px or 1/4in
9px or 1/8in
24px–36px or 1/3in–1/2in
36px or 1/2in
D O W N L O A D L O G O F I L E S
7© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001T H E P E L O T O N L O G O
A C C E P T A B L E U S A G ET H E P E L O T O N L O G O
Logo Use
The Peloton logo lockup must always be used in either “Peloton Black” or white, preferably on neutral backgrounds. The logo lockup can be used over imagery or video, but when doing so, make sure there is enough contrast so that the logo remains legible.
The wordmark should be used with the same parameters as the lockup, but should not be used over imagery or video.
The logomark can be used in the same way as the lockup and the wordmark, but can also be set using Peloton “Super Red.” This is the only logo that can receive this color treatment.
D O W N L O A D L O G O F I L E S
8© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
Important: Do not change the size or relative position of elements in the stacked version of the lockup. Relative
sizing and position must remain consistent.
T H E P E L O T O N L O G O
U N A C C E P T A B L E U S A G ET H E P E L O T O N L O G O
Logo Lockup Misuse
The Peloton logo lockup and stacked lockup should only be used in the ways detailed on the Logo Use page. This page lists explicit examples of how not to use the Peloton logo lockup and stacked lockup.
Do not put the logo on colors with low
contrast
Do not put a stroke around the logo
Do not use any colors when representing the
Peloton lockup
Do not use the super red logomark and black
wordmark together
Do not place the logo on overly complex
backgrounds
Do not place logo on multicolored
background colors
Do not put the logo on colors with low
contrast
Do not put a stroke around the logo
Do not use any colors when representing the
Peloton lockup
Do not use the super red logomark and black
wordmark together
Do not place the logo on overly complex
backgrounds
Do not place logo on multicolored
background colors
Do not change the size or relative position of
elements in the lockup
9© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001T H E P E L O T O N L O G O
U N A C C E P T A B L E U S A G ET H E P E L O T O N L O G O
Logo Lockup Misuse Continued
A N O T H E RL O G O
A N O T H E RL O G O
A N O T H E RL O G O
10© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
S U P E R R E D2 5 5 / 5 1 / 7 1# F F 3 3 4 7
H O V E R R E D2 1 7 / 2 4 / 4 3# D 9 1 8 2 B
B L A C K2 4 / 2 6 / 2 9# 1 8 1 A 1 D
O F F B L A C K3 4 / 3 7 / 4 1# 2 2 2 5 2 9
M E D I U M G R A Y1 9 9 / 1 2 2 / 1 2 9 # 7 7 7 A 8 1
L I G H T G R A Y1 6 8 / 1 7 2 / 1 7 7# A 8 A C B 1
D I V I D E R G R A Y2 2 8 / 2 3 0 / 2 3 1# E 4 E 6 E 7
O F F W H I T E2 4 5 / 2 4 7 / 2 4 9# F 5 F 7 F 9
W H I T E2 5 5 / 2 5 5 / 2 5 5# F F F F F F
B R A N D C O L O R S
C O L O R S F O R S C R E E N U S E
RGB and Hex
11© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
S U P E R R E DC 0 / M 1 0 0 / Y 1 0 0 / K 0
B L A C KC 7 5 / M 6 8 / Y 6 7 / K 9 0
M E D I U M G R A YC 0 / M 0 / Y 0 / K 7 0
L I G H T G R A YC 0 / M 0 / Y 0 / K 4 0
O F F W H I T EC 6 / M 2 / Y 0 / K 6
W H I T E C 0 / M 0 / Y 0 / K 0
C O L O R S F O R P R I N T U S E
CMYK
B R A N D C O L O R S
12© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
P R O D U C T P H O T O G R A P H Y
Peloton Bike
D O
• Seat and handlebars should be level with each
other
• Knobs A and B should be facing south
• Knob C should be facing north
• Pedal bar should be aligned with cross bar Logo
• When shot alone, Bike set up should be at:
– F, under touch screen
– 28, seat height
– E, seat depth
• Depending on angle of shot, make sure logo is
displayed appropriately on resistance knob
• When selecting area for Bike to be shot in, make
sure to allow for 5 feet (minimum) distance
between Bike and environment
• Shoot the Bike from the right side only
D O N ’ T
• Shoot the Bike with handlebars at max height
capacity
• Shoot the Bike at a hard profile (touchscreen in
view is preferred)
• Shoot Bike on mat
• Include fitness equipment or accessories other
than Peloton for in-room shots.
P H O T O G R A P H Y
K N O B A
K N O B B
K N O B C
13© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001C R E A T I V E A S S E T S
S O C I A L M E D I A C O P Y E X A M P L E SS O C I A L M E D I A P O S T S
Suggestions of how to call attention to the
Peloton Bike.
D O N ’ T
• Include celebrities or Peloton instructors in
posts
• Insert new or non-approved brand hashtags
(either yours or Peloton’s)
• Mention other competitive fitness equipment
or accessory brands in the same post
V 1 P O S T C O P Y
Experience immersive cardio that
keeps you coming back for more. The
Peloton Bike is now at the XXX hotel.
V 2 P O S T C O P Y
When you stay with us, you can stay
on track towards your fitness goals.
The Peloton Bike is here.
V 3 P O S T C O P Y
Join live or on-demand studio classes
at any time that works for you. Try
thePelotonBike,nowatXXXClub.
14© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
L A N D I N G P A G E C R E A T I V E
This copy can be lifted directly to be used on web.
• HL: GetReadyforYourRide• SUB: We’re so excited for you to experience the
Peloton Bike in our facility. To get started, visit the links below:
- Sign in with your existing Peloton account. - Sign in as a guest.
• For additional information, see the links below:
• How to adjust your Bike • Sign Up for a free profile • How to pair your headphones • Find your first class • Experience Peloton on the go
Design and Photography direction is provided
throughout this guide
• Youmayuseyourownhotelwebsitetocreate a landing page to promote your new Peloton Bike. We do not provide landing page design services. • Alllandingpageswilllookdifferentdepending
on the style and platform you use. By following our imagery guidelines, messaging, and logo lockup, consistent brand presence is maintained.
• Please aways remember to use: • ApprovedPelotonimagery • Copyprovidedinthisguide
Peloton reserves the right to request removal of
Peloton assets such as our name, logo, imagery,
and other marketing materials on landing pages
or other assets.
C R E A T I V E A S S E T S
L A N D I N G P A G E E X A M P L E
We’re so excited for you to experience the Peloton Bike in our
facility. To get started, visit the links to below.
PELOTON
Get Ready for Your Ride
H O W T O A D J U S T T H E B I K E
F I N D Y O U R F I R S T C L A S S
E X P E R I E N C E P E L O T O N O N T H E G O
15© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
S I G N A G E S U G G E S T I O N S O N H O W T O C A L L A T T E N T I O N T O T H E P E L O T O N B I K E .
Good for: In or around your fitness center.
Messaging:This copy can be lifted directly to be used on the banner.
• HL:EXPERIENCETHEPELOTONBIKE• SUB: Visit our fitness center to try a live or
on-demand class.
Dimensions:Signage should not exceed the above dimensions.
• Standing Banner: 34” x 81” single sided• Table Banner: 11.5” x 18” single sided
C R E A T I V E A S S E T S
E N V I R O N M E N T A L D E S I G N O P T I O N A
E X P E R I E N C ET H E P E L O T O N B I K E
Visit our fitness center to access a live or on-demand class.
E X P E R I E N C E T H E P E L O T O N B I K E
Accessaliveoron-demandclass.
P U L L U P B A N N E R
T A B L E T O P B A N N E R
D O W N L O A D A R T W O R K
16© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
S I G N A G E S U G G E S T I O N S O N H O W T O C A L L A T T E N T I O N T O T H E P E L O T O N B I K E .
Good for:Right outside the fitness center
Messaging:This copy can be lifted directly to be used on the banner.
• HL: THE PELOTON BIKE IS HERE• SUB:Cometryaliveoron-demandclass.
Dimensions:
• Standing Banner: 34” x 81” single sided• Table Banner: 11.5” x 18” single sided
C R E A T I V E A S S E T S
E N V I R O N M E N T A L D E S I G N O P T I O N B
T H E P E L O T O N
B I K E I S H E R E
Accessaliveoron-demand class.
T H EP E L O T O N
B I K E I S H E R EAccessaliveor
on-demand class.
P U L L U P B A N N E R
T A B L E T O P B A N N E R
D O W N L O A D A R T W O R K
17© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
S I G N A G E S U G G E S T I O N S O N H O W T O C A L L A T T E N T I O N T O T H E P E L O T O N B I K E .
D O• Use the approved Peloton banner outside your
fitness center, spa, etc.• Use the Peloton Logo lockup on the floor of
your dedicated Peloton Bike area.
When using the logo on the ground please:• Only use one logo. • CenterthelogotothebackorsideoftheBikes
depending on your fitness layout.• Place the Peloton logo 10 inches, behind the Bike.• Do not exceed 42 inches in width.• The Peloton logo must have a higher contrast
to the color of the floor. For example, if the floor is a dark brown, black, or grey, the Peloton logo should be white. If the floor is white, tile or a light shade of wood, the Peloton logo should be black.
• Material Recommendations for floor surfaces: Oracal 631 Matte Vinyl or any durable Matte adhesive Vinyl.• AVinylDiecutisofthelogoisrecommended for install. The box around the logo in this diagram is to show the space you are required to have around the logo.
C R E A T I V E A S S E T S
E N V I R O N M E N T A L G R A P H I C S G U I D E
E X A M P L E B I K E F L O O R P L A N A
=Y
=X
1Y
1Y
1Y 1Y3X
36in
72in
42in
E X A M P L E B I K E F L O O R P L A N B
36in
72in
=Y
=X
1Y
1Y
1Y
1Y
3X
42in
10in
10in
2in
2in
18© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
S I G N A G E S U G G E S T I O N S O N H O W T O C A L L A T T E N T I O N T O T H E P E L O T O N B I K E .
D O N ’ T• Place the Peloton logo on any walls, windows or mirrors• Make any copy or graphics that refer to your fitness area as a “Peloton studio”
C R E A T I V E A S S E T S
E N V I R O N M E N T A L G R A P H I C S M I S U S E
19© 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001
P E L O T O N D I G I T A L
H O W T O P R O M O T E P E L O T O N
D I G I T A L A S A N O F F E R I N G
This copy can be lifted directly and live across all your marketing channels.
C R E A T I V E A S S E T S
P E L O T O N D I G I T A L C O P Y E X A M P L E S
• ThebestofPelotonatyourfingertips.
• Take your workout on the go with Peloton Digital.
• Try Peloton Digital on us.
• Tap into a variety of workouts on Peloton Digital.
• Try Peloton Digital – no credit card required.
• Try out a variety of workouts, including yoga, cardio, strength, outdoor running and more.
• Accessourliveandon-demandlibraryoniOS,Androidandweb.
• Stay motivated and inspired with a team of expert instructors leading every class.
• Try out a variety of workouts, including yoga, cardio, strength, outdoor running and more.
• Accessourliveandon-demandlibraryoniOS,Androidandweb.
• Stay motivated and inspired with a team of expert instructors leading every class.
F O R W E B
H L : TapIntoPelotonDigitalRightFromYourHotelRoom
S U B : No credit card required.
O N E P E L O T O N . C O M
©Peloton2012-2019,PelotonInteractive,Inc.Allrightsreserved.